3. Be careful about sending your email newsletter to people who haven’t specifically signed up for it.
This one’s a wee bit controversial … “controversial” for email marketing, at least. But there are people who don’t think it’s okay to add someone to an email newsletter list just because they downloaded a content asset, or signed up for something unrelated to the newsletter.
The proponents of this view say “Hey – I didn’t sign up for your newsletter. I gave you my information because I had to in order to get that whitepaper.” They certainly have a point, but it does throw a wrench in many B2B lead nurturing programs. Take note, too, that B2Cers have almost the exact same problem, when people who have placed an order are automatically put on a newsletter list.
Fortunately, the solution to this is simple. Add a checkbox near the end of the form, with some copy that says something like, “Please send me your newsletters, too.” Leave the box unchecked, and send the newsletters only to people who actively opt in (i.e., they check the box). (That opt-in process – as opposed to opt-out – is a legal requirement in Canada and Europe, by the way.)
As I’m sure you’ve guessed, adding that checkbox will significantly reduce how many subscribers you’ll get. But you will end up with a higher-quality list, as the recipients will expect your newsletter, And you’ll have done your part to further distance email marketing from spamming.
Here’s an alternative to that check box: When people give you their email address for webinar signups or anything else, send them an email message pitching your newsletter. Or include a pitch to sign up for your newsletter in the confirmation email for the initial action.
Now that we’ve got all the “don’ts” out of the way, here are some of the most effective ways to get subscribers for your email newsletter.